LeoVegas to integrate AI-powered safer gaming messaging system into platforms

LeoVegas Group has launched a new layer of AI-powered safer gambling messaging into its platforms, to be rolled out in the UK markets first.

The new tool, integrated into the company's platform, aims to deliver content to customers based on their behaviour and risk profile, in order to educate and provide information about safer gambling.

The operator explained that the individualised messages will appear in a "premium space", which currently exhibits the latest games and campaigns.

They will encourage players to use safer gambling tools, including by setting their own limits, with various degrees of urgency, depending on an individual's risk profiles and historic behaviour.

LeoVegas said its messaging would move from informative and educational, to a more persuasive tone, as is deemed necessary.

At-risk customers already receive personal contact from the operator's safer gambling team, via telephone, email and live chat, and the new service will be powered from data by the group's proprietary risk prediction model.

This model uses AI to anticipate which players are at risk of developing harmful gambling behaviour.

The group said the new messaging would enable it to promote safer gambling to a wider audience, at an earlier stage of the customer relationship, with the aim of preventing problem behaviours from developing.

Commenting on the launch, LeoVegas Group chief executive Gustaf Hagman said: "Offering our customers a highly entertaining experience in a safe environment is at the heart of everything we do.

"Using personalised messaging in the early stages of our relationship with our customers is the best way to drive engagement with our Safer Gambling tools and will continue to build more sustainable relationships.

"I am very proud to be using the premium space on our sites for this purpose."